Festival favourites struggle for screen time in Indian cinemas
All We Imagine As Light and other festival darlings such as All That Breathes, Agra, and Kennedy have found themselves in the shadows of mainstream blockbusters, highlighting the challenges these critically lauded films face in securing a theatrical release. Entertainment industry experts say despite their critical acclaim, these titles do not come with the marketing or distribution heft necessary to secure a place in mainstream theatres, fund promotions, or negotiate deals with exhibitors. “These movies fail to excite users due to inadequate marketing efforts such as trailers and advertising.
Often made on smaller budgets, they have limited funds for promotion and advertising, which hampers their visibility and appeal to a broader audience," said Devang Sampat, managing director, Cinepolis India. For instance, a film typically requires a minimum of ₹75 lakh to ₹1 crore for marketing and distribution. For the biggest titles, this can soar to ₹15-20 crore.
Given these financial constraints, independently released films often struggle to reach even the ₹1 crore mark in box office collections, while mainstream titles, even those seen as flops, often settle at ₹5-6 crore. Vadh, a 2022 thriller starring Neena Gupta and Sanjay Mishra, that had premiered at the International Film Festival of India, made ₹60 lakh when released in theatres in December 2022. In stark contrast, Ranveer Singh's comedy Cirkus, panned universally, earned over ₹35 crore the same month.
The absence of well-known actors further diminishes their chances, as audiences often rely on star power when choosing what to watch, Sampat added. Trade experts point out that a film's potential profitability plays a crucial role in its release. If a film is not deemed
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